![]() ![]() ![]() He says what he thinks and feels in the moment, harnessing the compelling emotional power of the voice in a similar way to the great radio broadcasters of any age. Part of Rogan’s appeal is his rawness – with episodes regularly two to three hours long and with minimal (if any) editing. A study by The Verge showed Rogan gained fans when he first made the exclusive podcasting deal. Signing an exclusive deal with Rogan could “make” Spotify as a podcasting platform of choice (and audio empire generally), or it could see Rogan lose fans who couldn’t be bothered to move with him. Winer made the conscious decision to make RSS free and universal, in order to preserve a democratic ethos for podcasting similar to the recently created blogs he loved. In 2001, US “media hacker” Dave Winer made public RSS, the Really Simple Syndication feed that could automatically “drop” a podcast episode online to a subscriber. Prior to Rogan signing for Spotify, exclusivity in podcasting was unheard of. The rest of the country should start paying attention.” The Atlantic places gender at the heart of his appeal, suggesting “ understands men in America better than most people do. Some 57% of his audience reports earning over $50k per year, with 19% making over $100k”, with an average age of 24. Media Monitors says Rogan’s listenership is “71% male and evenly split between high school and post-secondary graduates. What’s important about Joe Rogan is also the type of listener he attracts. Michelle Obama, podcast host: how podcasting became a multi-billion dollar industry Spotify’s other stellar podcast hosts include Barack Obama and Bruce Springsteen, Prince Harry and Meghan Markle. On May 20, 2020, Joe Rogan announced an exclusive, multiyear deal with Spotify.Spotify can justify the spectacular outlay: there is a ton of advertising dollars to be made in spoken word audio, where podcasting is eating up what was once radio’s domain. The deal could be worth more than $100 million, according to The Wall Street Journal. The agreement, as described by Spotify, would make the podcast free for all of its 286 million users.įor podcasts, this deal is unprecedented: Rogan will most likely earn more money than most musicians on Spotify.īut the 52-year-old is no ordinary podcaster he is arguably the Michael Jordan of podcasts. Rogan started his podcast The Joe Rogan Experience in 2009. He runs a two-hour long show daily exploiting YouTube’s algorithm which favors long videos. His one rule is that he doesn’t follow conventional rules. His podcasts are mostly fun, but as equally controversial. For one, the infamous meme of Elon Musk smoking pot was born in the stage of Rogan’s podcast. With a staff of four and a microphone, Rogan garners over 190 million downloads per month. Last year, he reportedly made $30 million. These numbers are quite alluring for advertisers. And perhaps so, after the news broke, Spotify’s stock price surged by nearly 10 percent. Spotify’s Strategy: Podcast Ambitions & New Competitionįor Spotify, signing Rogan is the next step of its core strategic plan for its podcasting ambitions and exclusive deals. Last year, the company made three key acquisitions, reportedly spending around $400 million combined on two podcast networks - Gimlet Media, and Parcast - and one company that offers podcast creation tools, Anchor. Long before the deal with Rogan, Spotify has been spending big on talent acquisition. In February, Spotify paid up to $196 million in cash to acquire Bill Simmons’ flagship show, The Ringer. It has also committed to exclusive deals with other prominent names, like Amy Schumer and Joe Budden. Their dream is clear: Spotify wants to blow its competition out of the water. Its main competition? Apple Music, which leads the rank in podcast players. At least it was.īut Spotify has made it clear that it’s planning to expand the competition. In early May, Spotify started testing video podcasts in its app with two Youtube stars: Zane Hijazi and Heath Hussar, hosts of Zane and Heath: Unfiltered. Rogan’s influence will inspire other podcasters to follow his lead. And Spotify’s recently acquired company, Anchor will help create more shows. Already, Anchor has helped create 70 percent of shows, as per Spotify’s report from the first quarter of 2020. ![]()
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